The short answer to the question posed above is: You. And everyone else in your company.
The business owner should take responsibility for the marketing strategy
Our friend and client Anne Miner recently wrote about the importance of leadership from the top. It’s important for customer satisfaction measurement and it’s equally as important for a marketing strategy. What’s more inspiring to employees than a business owner who takes the action steps to execute a successful marketing strategy? If you know your business inside and out – including identifying your Ideal Client, marketing purpose and Core Message – you’ll be better prepared to lead your company in a marketing plan that will grow your business in the best way. Make sure your team knows as much about your company as you do and they’ll be well-equipped to communicate your marketing message to the right people when they come along.
All employees should be marketers as well
As John Jantsch says in his book Duct Tape Marketing, “Marketing is everyone’s job.” Think about it – who has the most contact with your prospective or current clients? If it’s your employees, then why wouldn’t they be the best ones to communicate your company’s message and generate leads? Now, we’re not saying they should be cold calling or attending sales meetings (unless, of course, they do that anyway). However, educating your staff on your marketing strategy empowers them to show customers exactly how your company stands out from the crowd. For example, let’s say a key part of your marketing strategy is promoting your quick new method of preparing tax returns. If all your employees know about this – even those that don’t touch tax returns – everyone can make sure current and prospective clients are dazzled by this unique service offering.
Ways to empower employees to execute your marketing strategy
- Provide your Core Message and Talking Logo to all employees.
- Make sure everyone has the power and information to refer leads to you.
- Hold staff meetings and encourage everyone to voice any marketing ideas they might have.
- Have a copy of your organization’s Marketing Kit readily available.
- Educate about the why behind the strategy, not just the what.
- Explain how identifying your Ideal Client will lead to improved customer service.
- Clearly outline what employees should do, such as hand out your business card to their friend’s cousin’s lawyer who expressed interest in your event planning company.
- Clearly outline what employees shouldn’t do, such as pretend to be you and make the sale.
Tags: Business Lessons, Calgary Marketing, duct tape marketing, employee marketing education, employee training, ideal client, lead generation, marketing strategy, marketing to employees, referral marketing, talking logo, target market
